Abstract
Retailers find it increasingly important to represent themselves on the Internet to get more customers, increase the public’s awareness of the company and its products and — last but not least — to sell more of its products. However, moving Internet users to the “purchase click” is proving to be difficult. An important reason why online consumers are reluctant to shop online is because of the fundamental lack of faith that currently exists between most businesses and consumers on the Web. “In essence, consumers simply do not trust most Web providers enough to engage in relationship exchanges with them” (Hoffman, Novak and Peralta 1998, p. 2). Trust is not only a short-term issue but the most significant long-term barrier for realizing the potential of e-commerce to consumers.
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Grabner-Kräuter, S. (2004). Building Consumer Trust in Online Markets. In: Koslowski, P., Hubig, C., Fischer, P. (eds) Business Ethics and the Electronic Economy. Studies in Economic Ethics and Philosophy. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-06189-3_13
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DOI: https://doi.org/10.1007/978-3-662-06189-3_13
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